AMI, which stands for "friend" in French, is not just a fashion brand—it’s a story of passion, authenticity, and timeless style. Founded in Paris in 2011 by designer Alexandre Mattiussi, the brand has quickly grown into a globally recognized name, beloved for its accessible luxury and effortless elegance.
Origins and Vision
Alexandre Mattiussi launched AMI with a clear vision: to create clothes that he and his friends would want to wear. After working with major fashion houses including Dior, Givenchy, and Marc Jacobs, Mattiussi sought to build a brand that reflected real life—clothing that was both sophisticated and wearable, elegant yet relaxed.
The iconic AMI de Cœur logo—a simple heart with the "A" from the brand’s name—has become a symbol of positive energy and friendship, capturing the spirit of the label.
Rapid Growth and Global Appeal
What started as a small Parisian venture soon gained international attention. AMI’s combination of classic tailoring and contemporary casualwear resonated with a wide audience. From its signature button-down shirts and cozy knitwear to tailored blazers and denim, each piece is designed with attention to detail and a commitment to quality.
The brand’s success is also rooted in its inclusive approach. AMI creates collections for both men and women, focusing on versatile pieces that transcend seasonal trends.
Collections and Signature Style
AMI is known for reinterpreting Parisian style with a modern twist. Its collections often feature a palette of neutral tones, punctuated by bursts of color, and are characterized by clean lines and timeless silhouettes. Whether it's a perfectly tailored blazer or an oversized sweater, each item is meant to be lived in and loved.
For those interested in exploring the variety of products offered by AMI, you can refer to this helpful electronic spreadsheet
True to its name, AMI has always placed community at the heart of its identity. The brand often collaborates with artists, photographers, and cultural institutions, reinforcing its connection to creativity and real-world inspiration.
From pop-up stores in Tokyo to flagship boutiques in Paris, London, and New York, AMI continues to build a global family of friends who share a love for authentic style.
AMI represents more than clothing—it embodies a lifestyle. With its emphasis on friendship, authenticity, and timeless design, the brand continues to inspire and connect people across the world. From its humble beginnings to its current status as a staple in contemporary fashion, AMI remains true to the vision of its founder: creating clothes for everyone, made with heart.
A Community-Centric Brand
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